Celebrity chef Robert Irvine speaks at Sysco headquarters, 1390 Enclave Parkway, Thursday, April 23, 2015, in Houston. Irvine is extending his partnership with Sysco for another year. ( Melissa Phillip / ... more

Photo: Melissa Phillip, Staff

Sysco uses star power to reach commercial customers

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Sysco is continuing its effort to reach restaurant owners and managers through a partnership with the Food Network and celebrity chef Robert Irvine, the muscular British chef who overhauls ailing restaurants on his show "Restaurant Impossible."

When Bill Goetz joined the Houston-based food distributor 3½ years ago to run the company's marketing, he wanted to figure out how Sysco could reach more potential customers.

The Houston-based food distribution giant works all over the country delivering food to restaurants, mostly independent businesses. It recorded $46.5 billion in sales last year.

Goetz worked with Technomic, a food industry research firm, to survey Sysco customers and found that 70 percent of them watch the Food Network at least once a week. They said they watch to stay on top of trends. Two in five said they might ask their food distributor about a product they saw on the channel.

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"They're watching it to get ideas to help them be more successful in their business," Goetz said, citing the research. "When we saw that, we realized that the Food Network could be a great platform for us."

The Food Network recommended Irvine's "Restaurant Impossible."

"What we loved about it is it communicated what we're trying to do every day," Goetz said. That is, he said, helping a restaurant improve its business.

Irvine takes on ugly, dirty and sometimes indebted restaurants on the brink of failure. With $10,000 and two days' time, he gives them a makeover: a designer and construction team renovate the space, while Irvine works with the owner about how to better run the business and improve the menu. Unclean kitchens are a common problem on the show, which opens like an action movie trailer before Irvine arrives to tear down, then build up, the restaurant and its staff. In 2014 he revamped Gratifi Kitchen & Bar in Houston.

'Chopped Impossible'

Sysco began its Food Network partnership in early 2013, and this fall will mark its third season working with the show. It will also be involved with "Chopped Impossible," a limited series combining "Chopped" and "Restaurant Impossible," Goetz said. Sysco will provide food for that show and run a commercial showing Irvine stocking the pantry with Sysco products.

The Food Network declined to comment on the partnership, but spokeswoman Kristin Alm said of food programming, "We certainly think the genre is hotter than ever."

Had been a customer

After signing on with the Food Network, Sysco asked Irvine to be an ambassador for the company. Irvine had already been a Sysco customer for 18 years with his restaurants eat! and Nosh in Hilton Head, S.C. Both are now closed.

"I had been a Sysco customer in my restaurants way, way before we had the partnership," Irvine said, adding that he was excited to start the new relationship with Sysco last year. "I get to talk about food, and I get to tell people what they don't know."

Ways of helping

Irvine talks to new and existing customers about what Sysco can do for them, whether it's getting specialty products from around the world or doing a business review with Sysco to go over menus and finances. Irvine sometimes joins those reviews with customers.

Irvine also goes to events and trade shows with Sysco, attracting people who recognize him. Sometimes he'll do cooking demonstrations. In April he visited the company's headquarters to talk to employees about food trends, and recently he joined Sysco at the National Restaurant Association conference in Chicago.

"I'm a chef foremost, and that's what people want to know about me. They want to know about the products, what I do," he said.

Food donations

Sysco has also gotten involved in Irvine's outreach to veterans and their families. The company donates food that Irvine prepares for service members and caretakers at military hospitals around the country, serving salads, hot dogs, chicken and desserts to 2,000 to 8,000 people.

Goetz said both agreements have been good for business, although he wouldn't disclose specifics.

"We feel really good about our return on investment, that we're gaining customers," he said. "And Chef Irvine is helping us do that."